Starting on 29th, Chinese group tourists were allowed to enter Korea without a visa. The government expected the visa-free policy to draw more than 1 million additional Chinese tourists.
However, merchants in Myeong-dong, Jung District, Seoul, a favorite spot for Chinese tourists, were not holding out much hope. All the Chinese tourists the reporter met in Myeong-dong were individual travelers who had obtained visas.
◇ Chinese female tourist in her 20s: "Applying for a visa isn't inconvenient"
According to the Ministry of Justice, Chinese tourists can enter Korea without a visa for nine months until Jun. 30 next year and travel nationwide for up to 15 days. On Dec. 26 last year, at the 9th National Tourism Strategy Meeting chaired by Han Duck-soo, then acting president and prime minister, a pilot program for visa-free entry for Chinese group tourists was reviewed, and it was introduced nine months later.
But when the reporter asked 10 Chinese tourists met in Myeong-dong on the 30th, all had entered Korea with visas. A Chinese female tourist in her 20s, identified as A, said, "I did see on TV news that visa-free tourism is possible," but added, "I'm used to applying for a visa, and it's not particularly inconvenient, so I got one."
That is because "visa-free entry" works differently from when Koreans travel overseas. It must be done through a "dedicated travel agency for visa-free (no-visa) Chinese group tourists" authorized by the Ministry of Culture, Sports and Tourism or the Republic of Korea's missions in China. The dedicated agency submits to the Ministry of Justice the list of Chinese group tourists of three or more people it has recruited, and the ministry checks for any past illegal overstays and then notifies the agency whether visa-free entry is possible.
Myeong-dong merchants shook their heads when asked whether visa-free entry had increased the number of Chinese tourists. Kim, a 38-year-old employee at a shop selling mask packs, said, "There were no Chinese tourists yesterday, and none today either. It even feels like they've stopped coming to Myeong-dong." Kim, a 43-year-old cosmetics shop employee, said, "Chinese tourists are up about 5% from usual, but that increase started last week (before visa-free entry began). It may have risen because it's the (Chinese National Day) holiday period."
◇ Although 1,700 Chinese tourists disembarked from a cruise ship, it has been "visa-free anyway" since early this year
Hotels are in a similar situation. Courtyard by Marriott invited influencers active on Xiaohongshu, China's version of Instagram, among other promotional efforts to attract visa-free tourists. However, a hotel official said by phone, "Chinese group tourists have not noticeably increased yet." A person at an inbound travel agency said, "Chinese tourist entries have not increased yet."
On the first day of visa-free entry for Chinese group tourists, the previous day, 1,700 Chinese tourists arrived all at once at Incheon Port aboard the cruise ship Dream. But a travel agency official said, "Cruise ship tourists are not subject to this visa-free policy."
Since this year, as a pilot program, the government has allowed visa-free entry for up to three days for group tourists recruited by cruise lines. It was introduced at the suggestion to the Ministry of Justice by Rep. Joo Jin-woo (Haeundae A, Busan) of the People Power Party.
◇ Chinese tourists also prefer independent travel… "Even if it's visa-free, I don't want a package tour"
Chinese show little interest in the visa-free benefit because their preferred travel style has shifted from package tours to independent trips. With a package tour, you board a bus as a group, follow the guide to major attractions, and even meals must be at predetermined restaurants.
But with independent travel, visitors can go to popular "hot place" cafes trending on social media (SNS) in areas such as Seongsu-dong, Hannam-dong, and in front of Hongdae in Seoul. Independent travel is also advantageous for shopping and cosmetic procedures. A Chinese female tourist in her 20s, identified as B, met in Myeong-dong, said, "To enter visa-free, don't you have to take a package tour? I don't like that."
Until now, except for Jeju Island, Chinese tourists had to obtain a visa to enter Korea, but about 80% have been visiting regions other than Jeju. Chinese rank No. 1 among foreign tourists visiting Korea. From January to August this year, 3.18 million visited. That is up 17.3% from last year, higher than the overall growth rate of foreign tourists (16.0%).
According to the Incheon Institute, as of 2023, 95% of Chinese visitors to Korea were independent travelers, while group tourists accounted for 4.7%. Those who used airtel products, which include only airfare and lodging reservations, were 0.3%. The Incheon Institute analyzed that this is related to people in their 20s and 30s leading travel to Korea and a shift in tourism trends.